Upload
others
View
4
Download
0
Embed Size (px)
Citation preview
Search Engine Marketing & Optimisation (SEO) Basics For Small BusinessesBy Michelle Henson
Operite Marketing www.operite.com.au
ABOUT§ 22 years in Marketing, MBA
§ 3 Countries
§ Lead Generation
§ Owner of multiple businesses
§ Large range of industries – majority small business from 2-50 employees
§ Operite – what we do
What makes up your Search
Engine Listing?Local-Organic-Paid
GMB/Bing/Directories (Local)
Speed & Responsiveness
Keywords & Meta (Organic)
Adwords (Paid)
Reviews
Structured Data
Links
What is SEO?
§ Search Engine Optimisation (SEO) - The process of optimising your website to ‘rank’ higher in search engine results pages, therefore increasing the amount of organic (or free) traffic that your website receives.
TECHNICAL vs Off PAGE vs ON PAGE SEO
§ You can’t have a good ranking in SEO unless your back of house is on order§ The foundations need to look as good as the actual site.§ The search engines don’t see your design only the
structure and content§ If the search engines can’t understand your website is
makes no difference how beautiful it might look
OFF PAGEON PAGE
§ Keywords
§ Content
§ Meta Description
§ Alt Text
§ Title Tag
§ SSL
§ Url Structure
§ Internal Linking
§ Page Performance
§ Backlinks
§ Domain Authority
§ Social Promotion
§ What you can't See§ Redirects§ Code§ Javascript rendering to
digest content§ Canonical URLS§ Mobile Friendly§ XML Sitemaps§ Speed§ Crawl Errors§ Broken Links§ Image optimisation
TECHNICAL
ESSENTIAL SEO TOOLS
Yoast/Rankmath
Measuring your site
Performance
§ No point in marketing if you have low scores
§ Open on Desktop
§ Open on Mobile
§ https://gtmetrix.com/
§ https://developers.google.com/speed/pagespeed/insights/
§ https://tools.pingdom.com/
§ https://seositecheckup.com/
§ Use these tools to measure Mobile vs Desktop and identify key issues
LOCAL SEO
§ Google my Business
§ Bing Places for Business
§ Yellow Pages,
§ TrueLocal,
§ White Pages,
§ Hotfrog, AussieWeb, Yelp Australia, StartLocal, SearchFrog and Local.com.au
Other Backlinks
§ To check where your backlinks are currently coming from you can use the Ahrefs backlink checker.
§ Or Moz.com
§ Don’t pay for them!
§ Memberships
§ Sponsorships
§ Suppliers
§ Check your competitors backlinks and get on those sites.
QUALITY SEO BEGINS WITH QUESTIONS
TARGET MARKET –WHAT ARE THEIR
NEEDS WHEN LOOKING AT YOUR
WEBSITE
WHAT DO YOU OFFER THAT
PROVIDES VALUE TO PEOPLE
WHY ARE YOU DIFFERENT
WHO ARE YOU SERVING
WHAT IS THE TARGET MARKETS
PAIN POINTS, WHAT DO THEY STRUGGLE WITH
HOW CAN YOU PROVIDE VALUE TO SOLVE THOSE
ISSUES?
THAT’S THE HEART OF SEO – SOLVING
PEOPLE’S PROBLEMS WHAT
THEY ARE SEARCHING ON GOOGLE /BING
Example - APPLE
– Google doesn’t know your intent yet, The brand, the fruit,
product
Content about the fruit should have texture and taste and colour and
freshness
Google matches the intent with the
semantic nature of your content
That is more important than
blanket keyword density metrics
Google is becoming so smart
They now understand
language and search.
People that understand their business and can write content will succeed at SEO
Keyword Tools
§ Important for;
§ Search Ranking
§ Website
§ Ads
§ Content
§ Getting the right visitors
§ Answer the public
§ Google Keyword Planner
§ kwfinder.com
§ SEMrush
Content Marketing
§ Keyword density is not the thing anymore
§ Google understands synonyms. Each page does not need its own search phrase any more
§ Can look at condensing content now?
§ Don’t dilute your visibility or compete with yourself by having too many posts on the same subject. Combine them. Humans don’t want to hop around and neither do the search engines.
§ Longer form content – 1700 words is useful
§ Look at ranking per page in Console to see what you are ranking for
§ Make the content longer and more useful for people.
Content Calendar
§ Keywords
§ Topics
§ Placements
§ Social Promotion/Linking & Sharing
SEO Descriptions per
page
PPC
Pay-Per-Click (PPC) - A method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is
Google AdWords.
Adwords
Headline 230 Characters
Headline 130 Characters
Description80 Characters
SitelinksNo guarantee of what will showGoogle chooses
Call outsNo guarantee of what will showGoogle chooses
Text path2 x 15 Characters
Reporting -Google
ANALYTICS§ How is this set-up on your site
§ Google Console
§ Google Tag Manager
§ Adwords tracking
§ Bounce Rate
§ Traffic Sources
§ Entry Page
Google Console
§ Add Sitemaps
§ Receive emails about errors
§ See search terms and volume and CTR
§ Free – Necessary!
§ Connects to Analytics
Where to Begin?
SUBSCRIBE TO A TOOL LIKE SEMRUSH EVEN FOR A MONTH AS IT WILL GIVE YOU A
COMPLETE LIST OF WHAT YOU RANK FOR, WHAT PHRASES AND KEYWORDS, WHO YOUR COMPETITION IS ONLINE, WHAT BACKLINKS
YOU HAVE.
AND WHERE YOU ARE LACKING IN SEARCH TERMS.
AND WHERE YOU HAVE ISSUES IN TECHNICAL SEO – WHAT YOUR WEBSITE IS DOING TO
CAUSE PROBLEMS
My top 5
Put together a plan of what is most important
Work out whether you can do yourself or need help
Local Search!
Site Maps
Meta description on every page
Ranking Higher on Search Engines
§ Every 1% makes a difference
§ Claim your listing on Google & Bing (verify)
§ Page Speed
§ Relevance of content
§ Backlinks – Local Search, Yellow Pages, Clients, Articles, Blogs, Social, Industry Directories
§ Mobile Responsiveness
§ Search Console & Sitemaps
§ Alt Tag images (Yoast seo)
§ Optimise images
§ Meta Tags & Site Descriptions
§ REVIEWS
§ Keywords in text, pages, Meta, images
§ Structured Data – products, opening times, location
And after that?
WHAT SHOULD BE DONE EACH MONTH
§ Always be looking at your data, once you understand what you need to do you can do it yourself
§ Look for what phrases are important to you and improve content to continue to elevate your rank.
§ Also look for new opportunities
§ Review what your target market is looking for and what’s important to them and create content to support it.
HOW CAN YOU TELL IF YOU ARE IMPROVING?
§ Recommend using Analytics to look at trending metrics over time.
§ Annotations in Google Analytics – ap post it note for changes to your website!!
§ See what’s impacting on your search and ranking
FREE Apps to make your life
Easier
§ Google Console
§ Yoast or Rankmath
§ KW finder
§ SEM RUSH
§ Dynomapper for large sites
§ Screaming frog
§ The Moz tool bar for seeing your content at a quick level in the eyes of a search engine
Takeaways
§ SEO is a process, it’s a journey not a final destination, you always have to keep working on it
§ It’s a mix of research, strategy, planning and execution
§ Requires effort on your part – the business owner
§ A true SEO project is a collaboration. No one knows your business like you do
§ You know your target market the best.
§ You need that knowledge to share with the SEO consultant to derive value.
§ Action! Do something day to get your marketing in motion
§ Presentation available at www.operite.com.au/tools
§ Adwords character excel tool
Dodgy SEO’s
§ There are no diet pills
§ Be wary of SEO firms and web consultants or agencies that send you email out of the blue.
§ No one can guarantee a #1 ranking on Google.
§ Do your own analysis & research
§ Factor costs vs time & knowledge.
§ Technical SEO vs Content
§ Check Google Guidelines
§ Adwords help is legit to a point
§ Good to have an understanding of SEO yourself as no one knows your business or industry like you do
Marketing Planning Sessions§ Can be hard to do all on your own
§ SEO
§ OneonOne Consulting
§ Specific Projects
§ Marketing planning workshop withlikeminded business owners§ Identify your target audience personas
§ Build 6 month Marketing Plan
§ Create Content Calendar
§ Set-up social automation
§ Choose the best Social Platforms
§ Adwords written
§ Email me for further information